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Mass Communication Commons

Open Access. Powered by Scholars. Published by Universities.®

2012

Critical and Cultural Studies

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Full-Text Articles in Mass Communication

Is It Sexy? A Semiotic Analysis Of Sexual Imagery In Japanese And United States Advertising, Marc P. Pereira Apr 2012

Is It Sexy? A Semiotic Analysis Of Sexual Imagery In Japanese And United States Advertising, Marc P. Pereira

Northwest Communication Association Conference Papers & Presentations

This study presents a semiotic analysis of several magazine advertisements in an attempt to explore body image and sexuality as it is illustrated in marketing campaigns in both the United States and Japan. Each of the magazines from which the artifacts were drawn was published in 2011, and each presents a similar focus on fitness, fashion, and television in each country. A comparison of the sexuality portrayed in advertisements was conducted to explore similarities and differences. It was found that there is a difference in how sexual imagery was used between the United States and Japan, with the United States ...